Pengaruh consumer-based brand equity terhadap brand loyalty melalui customer satisfaction

DETAIL KOLEKSI

Pengaruh consumer-based brand equity terhadap brand loyalty melalui customer satisfaction

Oleh : Sudjudi Widia Kurnianingsih

Info Katalog

Nomor Panggil : 022001700006

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Sri Vandayuli Riorini

Subyek : Customer relations - Management;Brand name products - Management

Kata Kunci : perceived quality, perceived value of cost, brand identification, trust, lifestyle congruence

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2021_TA_SMJ_022001700006_Halaman-Judul.pdf.pdf
2.	2021_TA_SMJ_022001700006_Lampiran.pdf.pdf
3.	2021_TA_SMJ_022001700006_Bab-1-Pendahuluan.pdf.pdf
4.	2021_TA_SMJ_022001700006_Bab-2-Tinjauan-Pustaka.pdf.pdf
5.	2021_TA_SMJ_022001700006_Bab-3-Metode-Penelitian.pdf.pdf
6.	2021_TA_SMJ_022001700006_Bab-4-Analisis-dan-Pembahasan.pdf.pdf
7.	2021_TA_SMJ_022001700006_Bab-5-Kesimpulan.pdf.pdf
8.	2021_TA_SMJ_022001700006_Daftar-Pustaka.pdf.pdf
9.	2021_TA_SMJ_022001700006_Lembar-Pengesahan.pdf.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis Pengaruh Consumer-based brand equity terhadap Brand loyalty Melalui Customer satisfaction. Penelitian ini menggunakan metode teknik pengumpulan data purposive sampling, data dikumpulkan secara langsung dengan menyebarkan kuesioner secara online berjumlah 290 responden sebagai sampel. Penelitian ini dianalisis menggunakan metode analisis Structural Equation Model (SEM). Hasil dari penelitian ini menunjukkan (1) Pengaruh dimensi-dimensi Consumer-based brand equity terhadap Customer satisfaction, dimana (1a) Perceived quality tidak berpengaruh positif terhadap Customer satisfaction; (1b) Perceived value of cost berpengaruh positif terhadap Customer satisfaction; (1c) Brand identification tidak berpengaruh positif terhadap Customer satisfaction; (1d) Trust berpengaruh positif terhadap Customer satisfaction; (1e) Lifestyle congruence berpengaruh positif terhadap Customer satisfaction. (2) Customer satisfaction berpengaruh positif terhadap Brand loyalty. (3) Pengaruh dimensi-dimensi Consumer-based brand equity terhadap Brand loyalty melalui Customer satisfaction, dimana (3a) Customer satisfaction memediasi Perceived quality terhadap Brand loyalty secara full; (3b) Customer satisfaction memediasi Perceived value of cost terhadap Brand loyalty secara parsial; (3c) Customer satisfaction memediasi Brand identification terhadap Brand loyalty secara parsial; (3d) Customer satisfaction memediasi Trust terhadap Brand loyalty secara full; (3e) Customer satisfaction memediasi Lifestyle congruence terhadap Brand loyalty secara parsial. Saran untuk peneliti selanjutnya dapat melakukan penelitian pada berbagai jenis bisnis food and baverages lainnya, seperti restoran, bakery, dan cafe.

T This purpose of this study is to analyze the effect of consumer-based brand equity on brand loyalty through customer satisfaction. This study uses purposive sampling data collection techniques, data were collected directly by distributing online questionnaires totaling 290 respondents as samples. This study was analyzed using the Structural Equation Model (SEM) analysis method. The results of this study indicate (1) the influence of consumer-based brand equity dimensions on customer satisfaction, where (1a) Perceived quality has no positive effect on Customer satisfaction; (1b) the perceived cost value has a positive effect on Customer satisfaction; (1c) Brand identification has no positive effect on Customer satisfaction; (1d) Trust has a positive effect on Customer satisfaction; (1e) Lifestyle congruence has a positive effect on Customer satisfaction. (2) Customer satisfaction has a positive effect on Brand loyalty. (3) The influence of Consumer-based brand equity dimensions on Brand loyalty through Customer satisfaction, where (3a) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in full; (3b) Customer satisfaction mediates the influence of Perceived value of cost on Brand loyalty in partial; (3c) Customer satisfaction mediates the influence of Brand identification on Brand loyalty in parsial; (3d) Customer satisfaction mediates the influence of Trust on Brand loyalty in full; (3e) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in partial. The advice for further researchers can conduct research on various types of other food and baverage businesses, such as restaurant, bakeries, and cafes.